Module 11

Estate Agents

This quick-start guide covers Google Business Profile optimisation for estate agents and letting agents. Property is local by nature — local search is essential for reaching buyers, sellers, landlords, and tenants in your area.

Your Setup Priorities

What to do

Focus on these elements first for estate agencies.

Step by step

  1. Local area expertise. Clients want agents who know the local area inside out. Demonstrate local knowledge.
  2. Reviews from clients. People choose agents based on recommendations and reviews. Positive reviews from sellers, buyers, landlords, and tenants are powerful.
  3. Professional image. Property is high-value. Your listing should reflect professionalism and trustworthiness.
  4. Clear services. Sales? Lettings? Both? Property management? Be clear about what you offer.
  5. Accessible contact. Property decisions happen fast. Be easy to reach.

Recommended Categories

What to do

Choose categories that match your services.

Step by step

  1. Sales focus — Primary: Real Estate Agency or Estate Agent
  2. Lettings focus — Primary: Real Estate Rental Agency
  3. Both — Primary: Real Estate Agency, Secondary: Property Management Company, Real Estate Rental Agency
  4. Property management — Secondary: Property Management Company
  5. Commercial property — Consider: Commercial Real Estate Agency

Services to List

What to do

List all your property services.

Step by step

  1. Sales services: Property valuations, Sales marketing, Property photography, Floorplans, EPC arrangements, Sales negotiation, Sales progression.
  2. Lettings services: Tenant find, Rent collection, Full property management, Inventory services, Reference checks, Deposit registration.
  3. Property types: Houses, Flats, New builds, Investment properties, HMOs, Commercial property.
  4. Additional services: Mortgage advice (if offered), Conveyancing referrals, Relocation services.
  5. Landlord services: Landlord advice, Rental yield assessments, Portfolio management.

Photos That Work for Estate Agents

What to do

Project professionalism and local expertise.

Step by step

  1. Office exterior. Your high street presence. The shopfront that clients recognise.
  2. Office interior. Professional, welcoming environment where clients come for valuations and viewings.
  3. Team photos. Professional headshots of your agents. Approachable, trustworthy, local experts.
  4. Sold/Let boards. Photos of your boards outside properties. Shows activity and success.
  5. Local area. Photos showing you know the area — landmarks, streets, community.
  6. Property photography examples. Showcase your marketing quality. Beautiful property photos you've produced.
  7. Awards and recognition. If you've won best agent awards, display them.

What to Include in Your Description

What to do

Key elements for an estate agent description.

Step by step

  1. Local focus. "Your local [area] estate agents" or "Specialists in [neighbourhood] property."
  2. Experience. "Established for X years" or "X years of local experience."
  3. Services offered. "Sales and lettings" or "Residential and commercial property."
  4. Coverage area. The specific areas you cover.
  5. What makes you different. "Personal service" or "Award-winning marketing" — your unique selling point.
  6. Valuation offer. "Free, no-obligation valuations" if you offer them.

Getting Reviews as an Estate Agent

What to do

Reviews are crucial for winning instructions.

Step by step

  1. Ask at completion. When a sale or let completes successfully, that's the moment to ask both parties.
  2. Sellers/landlords are key. Positive reviews from people who've sold or let through you win new instructions.
  3. Buyers/tenants matter too. They'll be sellers/landlords one day. Good experiences get remembered.
  4. Follow-up email. After completion: "Now that everything's complete, we'd really appreciate a Google review."
  5. Make it specific. "If you could mention how the sale went and how we handled things, that really helps."
  6. Respond professionally. Thank reviewers and address any concerns professionally.

Q&A to Seed

What to do

Pre-populate these common questions.

Step by step

  1. "Do you offer free valuations?" — Your valuation policy.
  2. "What areas do you cover?" — Your geographic coverage.
  3. "What are your fees?" — General guidance on fee structure.
  4. "Do you handle lettings?" — If you do both sales and lettings.
  5. "Are you open on Saturdays?" — Weekend availability.
  6. "How long does it take to sell a house in [area]?" — Local market expertise.

Post Ideas for Estate Agents

What to do

Keep your listing active with property updates.

Step by step

  1. New to market. "Just listed: Beautiful 3-bed in [area]" with photo.
  2. Sold/Let updates. "Another one sold!" shows activity and success.
  3. Market updates. "[Area] property prices up X% this year."
  4. Local area content. "Why [neighbourhood] is great for families."
  5. Team news. "Congratulations to [agent] on their promotion."

Priority Citations for Estate Agents

What to do

Get listed on these platforms.

Step by step

  1. Rightmove — Essential property portal.
  2. Zoopla — Major property portal.
  3. OnTheMarket — Growing property portal.
  4. The Property Ombudsman — If you're a member.
  5. NAEA Propertymark — If you're a member.
  6. ARLA Propertymark — For letting agents who are members.
  7. AllAgents — Estate agent review platform.
  8. Yell, Thomson Local — General directories.

Estate agent GBP checklist: